Target Customer Analysis Essay Sample
Customers in American Apparel market can be by and large separated into three sections: adult females. work forces. and kids. Each section has its ain part of the overall market portion. The U. S. dress market grew 4 per centum in 2011 with entire dollar gross revenues of 199 billion dollars ( Beth Boyle ) .
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The growing of dollar gross revenues in the men’s dress market led the manner in the grownup dress market with an addition of 4 per centum. Women’s dress grew by 3 per centum and children’s dress by 6 per centum.
•Women and Girls
Apparel demand in the US was valued at $ 89. 9 billion in 2011. Clothing designed for adult females and misss represented the larger portion of demand in 2011 given that this population section is by and large more interested in manner tendencies ( “ Apparel: United States” 5 ) . In women’s market. “smaller” points had more impact than “big” classs. Besides those points brought “newness” to the party ( Beth Boyle ) . Outgo on women’s dress is above norm for adult females ages between 55 and 64 old ages old ( “The US Market for 55+ Customers” 59 ) . Statistics shows that consumers in this group spend more than any other groups in women’s dress.
•I want trendy. and I don’t want to dry clean
Some 84 % of adult females seek out easy to blend and fit offprints when buying vesture. yet those 18-24 is much less likely to make so than their older opposite numbers. These immature adult females are much more likely to seek out vesture that is ace trendy. or easy passages from the office to nighttime. 18-24s are besides less concerned with “no iron” or “tumble dry” on the label ( Fay ) . Younger adult females are more attentions about manner and manner. and mid age adult females focus more on its quality ( Refer to Figure. 1 ) .
•Men and Boys
Overwhelmingly. work forces frock for comfort. Some 85 % of work forces surveyed say this best describes their personal manner ( Lipson ) . Additionally. about half of all work forces surveyed say they like their apparels to be authoritative. More than one tierce of work forces say they strive to look alone. Many work forces try to maintain up with the latest manners and would dress more stylishly if they knew how ( Mention to Figure 2 ) .
As a consequence of speed uping aging of American population. mid-21st century America will hold different construction of population. The Baby Boomer Generation will turn to be 65 old ages old or more. As a consequence of the aging America. in 2030 the figure of 65-year-olds will be the kids and young person between ages of 5 and 19. Baby Baby boomers have become one of the most of import functions in American dress market. Thus. older people have different positions of disbursement and different thoughts about manner ( “The U. S. Mature Market” 8 ) .
•Older work forces frock for comfort. younger work forces want to stand out Older work forces. those aged 65+ are less likely to hold with most of the personal manner statements compared to younger work forces. However. older work forces are most likely to dress for comfort. Some 92 % of work forces aged 55-64 and 92 % of work forces aged 65+ agree with this statement ( Refer to Figure 4 ) . Younger work forces. those elderly 34 and younger. are likely to state that they are want to look alone and stand out. and that they are interested in apparels and manner. They besides agree that they would dress more stylishly if they knew how ( Lipson ) .
Besides. one-year income and soldierly position are factors influences men’s attitudes to manner every bit good ( Refer to Calculate 3 and Figure 5 ) .
•Infants. Toddlers and Teenss
Parents frequently shop with kids. so parent’s shopping behaviours makes great influence on this market. The bulk of surveyed parents whose kids are younger than 12 typically purchase children’s vesture at mass merchants ( Donnell ) .
Most parents agree that their girls have their ain sense of manner. More than 60 % of respondents who are parents of misss aged 6-11 agree with this statement ( The U. S Market for Infants ) . Not surprisingly. misss are partial to famous persons on vesture. Girls tend to be finical when it comes to taking vesture. as they want to hold a sense of individualism while besides happening manners they like. While misss may happen manners they like. fit appears to be an issue for many parents.
Dressing with sketch characters is considered most popular among immature male childs aged 6-8 ( 53 % ) ; dressing having athleticss squads is wanted by male childs aged 6-11 ; and vesture having child famous persons is more likely to be desired by misss aged 6-11. harmonizing to parents’ perceptual experiences of what kids prefer ( Donnell ) .
Compared with its rival. Target focus more on younger people market instead than older people ( see Figure 7 ) .
Harmonizing to the research about customer’s attitude to manner. we can do combination of publicity with customer’s demands.
Most retail merchants have a presence in societal media. The major advantage of take parting in societal media is the comparatively low-priced. and instant. real-time feedback. Many retail merchants are utilizing these tools to derive feedbacks on their merchandises and to do betterments ( Donnell ) .
Facebook and Twitter are convenient ways to make today’s consumers Most of the large retail merchants have their Facebook and Twitter page ( Refer to Figure 6 ) . As more U. S. families gain broadband Internet connexions. and more persons ain web-enabled nomadic devices. consumers are progressively connected ( Brown & A ; Washton. 88 ) .
Mobile apps are besides going a popular selling tool. Retailers can direct consumers promotional offers via text or electronic mail to have on their nomadic devices. but are besides developing nomadic applications to do shopping via nomadic devices easier.
Television ads are a traditional manner to advance. Television is the cardinal elements in mature life style. At the same clip. Television ads can besides unite with on-line shopping. Macy’s commercial June 2011. the ad non merely takes advantage of a cardinal chance for retail merchants to advance men’s vesture. but besides entices shoppers to see the web site if they are non able to see the shop by adverting free transportation at macys. com ( Lipson ) .
About three in 10 parents surveyed believe that children’s vesture is excessively grown-up ( Donnell ) . Compared with disbursement on other dress. parents are less willing to pay more for children’s dress. They are cleaving to buy kids apparel through mass merchant by utilizing vouchers.
•Celebrities Effect and Word-of-Mouth
Much of women’s vesture advertisement seems focused on advancing the name of the trade names instead than specific vesture. The women’s dress market besides benefits greatly from viva-voce recommendations. as points such as interior decorator denims are seldom advertised via traditional agencies. Harmonizing to a study. consequences show that 63 % of respondents rely on female friends or household members for advice on what vesture looks good ( Fay ) .
Target’s carefully cultivated interior decorator coactions are its ain personal gravy train — frequently imitated. but rarely duplicated by challengers Kohl’s and Sears. By democratising high-end interior decorators and mass-producing their capsule aggregations. Target’s grown its dress concern to about 20 per centum of overall gross. which helped the retail merchant station gross revenues additions in a soft economic system. a tendency that shows no marks of decelerating ( Lydia ) . Harmonizing to me my determination. Target provides more price reductions and vouchers online instead than in shop. Besides. compared with Macy’s. Target has less Television advertizement to catch public’s attending. Target besides has hebdomadal specials and vacation specials. There will be some particular pickups and publicity on every hebdomad and vacation.
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